The FOR US (Fostering Opportunities in Research Using Marketing Strategies) study.
Authors: Ryan Huu-Tuan Nguyen, Leslie Carnahan, Eliza Brumer Cohn, Kauthar Salum, Neha Hippalgaonkar, Tigist Mersha, Ana Williams, Robbin Block, Kent Hoskins, Vida Henderson
Journal: Journal of Clinical Oncology (2023)

e18577 Background: Black patients are less likely to be enrolled in clinical trials compared with White patients, resulting in reduced access to breakthrough treatments and limited understanding of treatment effect in diverse populations. Ineffective dissemination of cancer research, education, and interventions among the public contributes to cancer inequities. Dissemination rarely involves engagement with non-research audiences and end-users. Efforts to promote equity in clinical trial participation may benefit from business marketing strategies traditionally applied in the business sector. Our team is conducting community-engaged research using focus groups with Black community members and family members of cancer survivors, facilitated by a professional marketing agency to create a culturally responsive public service announcement (PSA) video to increase awareness of clinical trials among Black audiences. Methods: We will conduct 6 focus groups over two phases with: 1) social support networks of Black cancer survivors (n = 20, 2 focus groups) and 2) Black community members (n = 40, 4 focus groups) to inform the content and design of a 60 second PSA to be disseminated through media and public health outlets. Phase 1 focus groups will inform content for the PSA. Data will be triangulated with qualitative data from Black patients diagnosed with breast cancer, oncologists, clinical trial staff, and community advocates from a concurrent study. Phase 2 focus groups will garner feedback on video script and style prior to development. Content and thematic analysis approaches will identify themes and PSA recommendations. Results: Phase 1 focus groups (n = 3) are completed. We used maximum variation sampling techniques to recruit Black participants (n = 30) varied in age, geographic location, education, and gender. Themes identified include: 1) mistrust about clinical trials due to past and current experiences of racism persists but diminishes with younger respondents or those with clinical trials; 2) clinical trial trust-building was associated with transparency from medical experts, information from someone in the Black community, and stories from clinical trial participants; 3) invasive procedures (i.e., ingesting or injecting a treatment) are a big factor in weighing the costs and benefits of clinical trial participation; 4) messages that are not coercive, yet support decision-making are more credible; and 5) sharing the PSA on social media with links to primary resources was a favorable dissemination strategy. Next steps are to develop and focus group test creative content and then PSA video production. Conclusions: Applying marketing communication strategies to expand awareness about clinical trial participation among general Black audiences may directly and indirectly facilitate clinical trial participation decision-making processes among Black patients diagnosed with cancer and their support systems.